MUDDASSIR KARNOLWAL

Consumer Attitudes
 What are Attitudes?

 Attitude Heirarchy & Structure and composition

of attitudes
( Models )

• How are they formed and changed? Attitude

influence Stratigies.
Attitudes

Why?
Attitude research is important to know what is in
the heart of consumer.

To gauge how firms target audience will react to

the new changes in the Mkt’g Mix.
 Attitudes are learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object ( brand).

Brand Attitude-are consumers ( C’r) learned

tendencies to evaluate brand based on schema of a
brand c’r stores in long term memory.
e.g. UNILEVER, MOBILINK, P&G

Brand belief brand evaluation Intended

behavior
 Components of Attitude- mutually
interdependence

 Brand beliefs - cognitive/thinking .

 Brand Evaluation – affective or feeling.

 Intention to buy- behavioral

 Vocabulary of Brand beliefs for a soft
drink
Product attributes Product benefits
 Caloric content  Restores energy
 Vitamin content  Nutritional
 Natural ingredients  Good for the whole family
 Sweetness  Gives a lift
 After taste  Good at meal times
 carbonation  Thirst quenching
Components of Attitudes

Cognitive component ( brand belief)

Affective component (brand evaluation)

Behavioral Component ( intention to buy)

Purchase decision
 Hierarchy of attitude
 Cognitive-thoughts
 Affective- feelings
 Cognitive-Actions
 Attitude Hierarchies

Type of Hierarchy Sequence Nature of Information

processing
High involvement Beliefs-thoughts Active, purchase
specific processing
Evaluation- feelings

Behavior- action
Low involvement Behavior -actions Passive, purchase
specific processing
Evaluation -feelings

beliefs-thoughts

Experiential Evaluation-feelings Active, ongoing

processing
Behavior-actions

Beliefs-thoughts
 Degrees of Involvement and Types of Attitude
Hierarchy

Emotional Hierarchy Rational Hierarchy

High
Involvem • Begins with intense • Begins with consideration
ent emotions of multiple features

• Begins with mood • Begins with

consideration of
one or two
features

Low-
 involvement
Low
Involvem hierarchy
ent
Attitude Development

 Family
 Peer group
 Information experience
 personality
 Functions of Attitude
 Utilitarian Function
 Value Expressive-
 Ego Defensive
 Knowledge function
Role of Attitudes in developing marketing
Strategies.

 Identify Benefit segments

 Develop new products

 Formulate & evaluate mkt’g mix strategies.

Relationship of beliefs and behaviour
 Balance theory- cognitive consistency

 Multi attribute theory- attitude formation is

function of C’r belief. Diagnose the strengths
of competitive brands. apply the vocabulary
of brand attributes
Behavior and attitude
 Cognitive dissonance-Attitudes sometimes
change to confirm previous behaviour

 Passive learning- C’r learn about the brand with

little involvement. Link the product with
involving issue/personal situation.
 Disconfirmation of expectations.
Strategies of Attitude
Change
 Changing the Basic Motivational Function
 Associating the Product With an Admired Group
or Event
 Altering Components of the Multiattribute
Model
 Changing Beliefs About Competitors’ Brands
 Methods of Influencing the Customer’s Behavior
 Incentives- low involvement products.
 Structuring the physical environment- display of eatables,
magazines or novelties in the checkout lines, spaciousness of
aisles & lightning conditions, slow pace music. (ecological
design)

 Government mandates -consumers lack competence to judge

their own concerns .e.g. seatbelts, auto insurance, speed
limits.
 Business procedures-store hrs time, instore surveillance
design.
 Information structuring –e.g. declaring the item as last one in
stock.
 Conclusion
 Reinforcing existing behavior is easier then
changing them.

E.g. Gelato Affairs is less filling, tastes great.

If attitudes about the brand r effective , then try to
change the attitudes of non users.
Clorox Uses A
Utilitarian Appeal
AC Delco Uses a Value-Expressive
Appeal
A Knowledge Appeal